3rd generaton puts fresh touch on Sanders Fish Market

PORTSMOUTH — Since 1952, Sanders Fish Market has been a family-run business and that tradition has now extended to a third generation.

Toby Hatchett

PORTSMOUTH — Since 1952, Sanders Fish Market has been a family-run business and that tradition has now extended to a third generation.

Michael Sanders, the grandson of founder Earl Sanders, is managing the market, which his father Jim owns along with the Sanders Lobster Company on nearby Pray Street.

"We've been at this location since 1987," Michael Sanders said. "I graduated from the University of New Hampshire in 2008 and fell into it. It's a family tradition and we all work together."

Sanders majored in business administration at UNH and said he is applying what he learned to his management of the fish market.

"Social media is making a difference," he said. "We have over 800 followers on Twitter. It's a great way to alert people to what fish just came in and is to come in."

Through social media, he also posts recipes, local fishing news, and information about various seafood products.

"We have five full-time employees here and two to four part-time, depending on the season," Sanders said. "We also have the fish truck, which is run my aunt, Kristin Sanders."

The Fish Truck delivers and sells fish on weekends in Concord at farmers markets.

"The market is always changing," Sanders said. "It's not boring. I think it's important to keep our customers abreast of changes in the industry. Often, fish labeling is misleading and not strictly regulated."

In other words, Sanders explained, you really do get what you pay for. While local waters provide much seafood, they also bring in select seafood from other areas.

"We store all the seafood on ice, which is important," he said. "We also have coolers that keep the temperature to 36 to 38 degrees. These little temperatures matter, so it's important for the customer to not let the fish sit in the car any longer than possible."

An example of a popular fish that is not local is the salmon from Faroe Islands in the North Atlantic.

"This is excellent salmon and our customers love it," Sanders said. "The islands are located between Iceland and Norway. No antibiotics are used. It's a premium product."

Since Sanders Fish Market renovated its 367 Marcy St. location four years ago, it has added other services to make it more of a neighborhood market. While it is not a restaurant, there is seating for those picking up sandwiches or chowder who want to enjoy the scenery or take a break.

"Our sandwiches are really picking up in demand," Sanders said. "The summer is especially busy. The lobster in our rolls and stews is as fresh as possible. We always have our signature chowder on hand, too."

The other family business, which provides all the lobster, is Sanders Lobster Company around the corner on Pray Street.

"I'm working on a new Web site for the lobster company," Sanders said. "You're going to be able to buy and ship lobsters all over the world via the 'Net. It will also keep people up to date on what's going on in the lobster business."

On Christmas Eve, in what is a long-standing tradition, the Sanders Lobster Company will be giving out free samples of its lobster stew. At the Fish Market, chowder will be featured.

"We also carry baked goods from Karen (Saracina) of Something Different in North Berwick, Maine," Sanders said. "Cakes, pies, cookies. They are very popular with our customers. We also sell bread from the Fantini Bakery in Haverhill, Mass."

Sanders said the market is a host location for the Community Supported Agriculture program. "This is a great service," he said. "We try to sell local produce and products as much as we possibly can. We also carry pasta and sauces from Terra Cotta Pasta Company in Kittery, Maine."

In addition to all of these products, Sanders Fish Market also stocks the basics. The milk is delivered by Coastal Creamery and comes from Hatchland Farm. In the frozen department, customers can buy Sanders' own lobster macaroni and cheese as well as chowders.

"We also pride ourselves on our beer selections," Sanders said. "It's diverse and there's a good selection of the familiar and the exotic."

Sanders said the holiday season has been busy and Christmas Eve is always busy, too, as so many families serve seafood that night.

An additional service, via the Web site and as handouts in the fish market, are recipes for fish and various seafood dishes.

"A lot of the recipes are by members of my family," Sanders said. "A really popular one is my dad's recipe for swordfish. It's great."

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